The client wanted to rethink how they approached brand and to refine their visual language. We began by looking across their existing branded touchpoints, studying their brand and style guidelines, and interviewing a stakeholders.
Using our observations and learnings, I created a set of principles focused on the importance of cohesion and the importance of frequently reviewing and evolving the brand guidelines.
To demonstrate how these principles work in practice I conducted a fast paced visual exploration of how the brand could evolve both visually and systematically.
Using this language, I created contextual examples to convey how the design language can be used to create cohesive system that responds to users needs and emotional states at different stages of the journey. This work inspired a larger conversation around how brand can be used to elevate the overall experience and be a valuable business tool.